3 Truths You Need to Know about Filipino Moms


Moms have always found a way to rule our lives. And with the ever-evolving realities that include a more globalized world, a hyper-connected society, and a younger population (at least here in the Philippines), we’re seeing major shifts in the way Filipino moms see themselves and the world around them.

Here are some sneak peeks based on McCann Worldgroup’s study on The Truth About Moms and its local adaptation:

Truth #1: Filipino moms now fuse classic with modern parenting styles

Photo by Images Money on Flickr Creative Commons

Filipino moms value how they were raised by their own mothers, citing the importance of the “pamana,” or passing on to their children a legacy with traditional Filipino values. However, they have also begun “upcycling” classic parenting approaches with a modern twist.

For example, the values of “sipag at tiyaga”—hard work and perseverance—now extend outside of household chores and schoolwork, with more moms wanting their kids to also imbibe business savvy and an entrepreneurial mindset. From passing on values and emotional sensibilities, Filipino moms are now also passing on functional sensibilities, such as financial literacy and responsibility.

Truth #2: The modern Filipina mom looks for “wellness in everything”

La Mesa Nature Reserve - Photo by Manila for Kids
Photo from the website Manila for Kids

Filipino moms today no longer define “wellness” simply in terms of their children’s health and nutrition; they see and look for wellness in every choice they need to make for their kids.

And because they’re now more tech-savvy than ever, “segurista (risk-averse)” Filipino moms are also using technology to find the most advanced solutions and the best options to protect their children from all sorts of harm.

This is demonstrated by the growing accessibility (if not popularity) of more earth-friendly products for children, such as organic—or at least “green”—diapers, bottles, skin care, and the like; kids yoga and vegetarian cooking classes; nature treks for families; and other products, services, and activities that reduce children’s exposure to toxins, keep their bodies more active and on the go, while raising families’ environmental awareness.

According to Gino Borromeo, Chief Strategy Officer and Truth Central champion for McCann Worldgroup Philippines, one thing that sets Filipino moms apart from the other moms that McCann had studied around the world is that, more than just raising happy kids, “They want to raise children who are good citizens and good human beings. That stood out in our local studies.”

Truth #3: Hello, “momagers” and “mompreneurs”!

BPI - Make the best happen
Screen cap from BPI’s “Make the Best Happen” website, www.makethebesthappen.ph

Gone are the days of the “full-time housewives” and the “stay-at-home moms.” Thanks to telecommuting, work-from-anywhere platforms, and the burgeoning of dynamic online communities, more Filipino moms now identify themselves as “work at home moms (WAHMs),” as well as “momagers” and “mompreneurs.”

More moms are now bravely jumping into entrepreneurship, making mommyhood their careers and businesses, while enjoying a wide range of support services that were previously unavailable to mothers before them—such as online communities, “mompreneur” bazaars, mom-centric business workshops, and the like.

Even dads and househelp can now get trained on how to better support moms at home, adding a touch of professionalism to household management.

* * *

All of these shifts require a closer look at how we communicate to and empower women, and also how we educate families and those who form Filipino moms’ support structures today. To learn more about The Truth About Moms and other McCann Truth Studies, email the author at nina.terol@mccannwg.com.


  1. Nestlé Chuckie: “Buddy” video still, image courtesy of Nestlé Philippines

  2. Images Money on Flickr Creative Commons
  3. Manila for Kids: Fun Stuff for the Whole Family
  4. Make the Best Happen by Bank of the Philippine Islands


*With special thanks to Geia Macatangay-Lopez for the interview

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